Downtown Norfolk Council 2017 Downtown Workers Study Presentation to the DNC Board March 14, 2018 Background • This report presents findings from the 2017 DNC Downtown Workers Study. • Where appropriate, 2017 findings are compared with DNC’s shorter studies in 2016, 2013, and 2010. 2010 2013 2016 2017 2 Study objectives • Assess overall satisfaction with Downtown. • Identify performance gaps between expectation and current performance. • Identify the current perceptions and misperceptions of Downtown Norfolk as a • Identify and rank the perceived issues place to work, live, and play. and barriers to making Downtown Norfolk more appealing as a place to • Profile non-work-related use of Downtown work, live, and play. Norfolk by Downtown Norfolk workers. • Identify other key issues. • Assess ratings of importance and performance across Downtown Norfolk’s defining attributes (entertainment, recreation, cultural arts, etc.). 3 Methodology • 12-minute questionnaire among Downtown Norfolk workers. • The study was fielded December 1, 2017, through January 3, 2018. • A snowball sampling approach was used: – SIR provided DNC with an open link to the online survey. – DNC then sent the survey link to its key business contacts, asking them to take the survey and disseminate the link to their Downtown employees. – DNC also promoted the survey through various DNC-related channels (email blasts, social media, etc.). • All respondents were screened to ensure they considered themselves Downtown Norfolk workers. • A total of 512 respondents completed the survey. 4 1. Downtown Norfolk’s DEMOGRAPHICS Are Tracking with National Trends 5 Millennials Are Making Up a Greater Proportion of the Workforce 6 Respondents are evenly split by generation 2013 16% Millennials (born 1983–2001 ) 33% 47% Generation X (born 1965–1982) 38% 2013 2016 2017 Average 35% Boomers+ (born prior to 1964) 30% respondent 45 43 43 age 0% 20% 40% 60% 80% 100% 7 Q37. In what year were you born? If you prefer to skip this question, enter “9999”. n = 512 THE CHANGING WORKPLACE Silent TODAY: <2% 2025: Gen Z Boomers 9% Millennials 15% Boomers 32% 32% Gen X 30% Millennials Gen X 46% 33% 8 Source: Workforce Ages 20–74. Bureau of Labor Statistics, WSJ. http://on.wsj.com/1tv0n1O Women Are a Growing Majority of the Workforce 9 PERCENTAGE OF COLLEGE DEGREES Women vs. Men, 1971–2017 64% 60% 60% 60% WOMEN 56% 52% 48% MEN 44% 40% 40% 40% 36% 1970 1980 1990 2000 2010 2020 10 Source: U.S. Department of Education Women are MORE LIKELY than men to have college degrees MEN WOMEN Yes, Yes, 24% No, No, 32% 76% 68% 11 Source: 2014 BLS Study of 27-Year-Olds Two-thirds of respondents are women, similar to previous years Male Female 34% 66% 2013 2016 2017 Female Female Female Gender (62%) (63%) (66%) 12 Q39. Are you: n = 512 Urban Centers Are Growing 13 Three in five respondents previously worked in a suburban area before working in Downtown Norfolk Yes, No, previously 38% worked in a suburban area, 62% NOTE: This question was not asked in 2013 or 2016. 14 Q14. Prior to working in Downtown Norfolk, was your previous job located in a suburban area — either in Norfolk or another community in Hampton Roads? n = 512 Urban Incomes Are Growing 15 The average household income of respondents is $98,000 — up $13,000 from 2013 Up to $25,000 2% $25,000 to $34,999 4% $35,000 to $49,999 11% $50,000 to $74,999 19% $75,000 to $99,999 16% 2013 2016 2017 $100,000 to $149,999 24% Respondent average HH $85,000 $96,000 $98,000 income $150,000 or more 24% 0% 20% 40% 60% 80% 100% 16 Q38. What is your total household income before taxes? n = 443 There Is a Move Toward 15-Minute Convenience 17 Top desires for their “ideal” neighborhood: Percent saying “4” or “5” Having access to stores, restaurants, and services close to my home % (within about 15 minutes) 81 I would love to live within 15 minutes’ commute of my work 64% and/or my school. Q40. How much do you agree with each of the following statements, when thinking about your ideal neighborhood? Please use a Future Movers 18 scale of 1 to 5, where “1” means “completely disagree” and “5” means “completely agree.” n = 300 WALKABLE COMMUNITY TRENDS Such a big shift in about 10 years is remarkable. 70% 61% Community A: Community B: 48% Houses with 45% Houses with large yards, and 37% small yards, and you have to drive 30% it is easy to walk to the places you to the places you need to go need to go Community A Community B 2004 2011 2015 19 Source: National Association of Realtors National Community and Transportation Preference Survey (2004, 2011, 2015) Half of the survey respondents live in Norfolk Norfolk 50% Virginia Beach 23% Chesapeake 12% Portsmouth 4% Suffolk 4% Peninsula 3% 2013 2016 2017 Other Virginia city/county 1% North Carolina city/county 1% Norfolk 38% 42% 50% residents Other 0% 0% 20% 40% 60% 80% 100% 20 Q2. Where do you live? n = 512 Of the respondents who live in Norfolk, most live in the neighborhoods of Ghent, Freemason, and Downtown Ghent 24% Freemason 16% 50% Downtown 10% Larchmont 4% Ocean View 4% Colonial Place 3% East Beach 3% Riverview 3% Wards Corner 3% Bayview 2% LaFayette 2% asked in 2013 or 2016. Other 26% 0% 20% 40% 60% 80% 100% Q3. [IF NORFOLK] In which Norfolk neighborhood do you live? 21 n = 512 Note: Question was asked to respondents who indicated they lived in Norfolk in Q2. Demographic changes 2013–2017 Higher income, more who live in Norfolk AVERAGE RESPONDENT CHANGE ATTRIBUTE (2013–2017) 2013 2016 2017 Age 45 43 43 -2 years Gender Female (62%) Female (63%) Female (66%) Slightly more women HH income $85,000 $96,000 $98,000 +$13,000 Race N/A N/A White (89%) N/A Ethnicity N/A N/A Non-Hispanic (97%) N/A Slightly fewer who work Days at work 5 days (86%) 5 days (85%) 5 days (79%) 5 days a week Slightly longer tenure Years working Downtown 8.9 years 8.0 years 9.7 years Downtown Home location Norfolk (38%) Norfolk (42%) Norfolk (50%) More from Norfolk 22 2. POSITIVE PERCEPTIONS of Downtown Norfolk Are Growing 23 OVERALL SATISFACTION Generally, what is your overall perception of Downtown Norfolk: more positive or more negative? 24 85% of respondents have positive perceptions of Downtown Norfolk Positive perception has increased 12 percentage points in 4 years 5 – Fairly positive 55% 85% 4 30% 3 12% CHANGE 2013 2016 2017 2 3% (2013–2017) 73% 83% 85% +12 1 - Fairly negative 1% 0% 20% 40% 60% 80% 100% 25 Q4. Generally, what is your overall perception of Downtown Norfolk, more positive or more negative? n = 512 OVERALL SATISFACTION How satisfied are you with Downtown Norfolk as a place to do each of the following: ____ 26 Nine in ten respondents are satisfied with Downtown Norfolk as a place to WORK, an increase of 11 percentage points from 2013 5 – Very satisfied 55% 89% 4 34% 3 9% CHANGE 2013 2016 2017 2 1% (2013–2017) 78% 89% 89% +11 1 - Not at all satisfied 0% 0% 20% 40% 60% 80% 100% 27 Q5. More specifically, how satisfied are you with Downtown Norfolk as a place to do each of the following: To work n = 512 Seven in ten respondents are satisfied with Downtown Norfolk as a place to PLAY, an increase of 24 percentage points from 2013 5 – Very satisfied 29% 72% 4 43% 3 19% CHANGE 2013 2016 2017 2 7% (2013–2017) 48% 62% 72% +24 1 - Not at all satisfied 2% 0% 20% 40% 60% 80% 100% 28 Q5. More specifically, how satisfied are you with Downtown Norfolk as a place to do each of the following: To play n = 512 Similar to 2013, about three in ten respondents are satisfied with Downtown Norfolk as a place to LIVE 5 – Very satisfied 9% 27% 4 18% 3 31% CHANGE 2013 2016 2017 2 23% (2013–2017) 30% 35% 27% -3 1 - Not at all satisfied 19% 0% 20% 40% 60% 80% 100% 29 Q5. More specifically, how satisfied are you with Downtown Norfolk as a place to do each of the following: To live n = 512 SATISFACTION RATINGS OF DOWNTOWN NORFOLK 2013 vs. 2017 CHANGE SATISFACTION RATING 2013 2016 2017 (2013–2017) Overall perception 73% 83% 85% +12 To LIVE 30% 35% 27% -3 To WORK 78% 89% 89% +11 To PLAY 48% 62% 72% +24 30 Overall satisfaction across most measures is high Downtown Norfolk as an Overall satisfaction with Downtown EFFICIENT place to conduct 42% 31% Norfolk as the setting for your job 42% 44% 85% 73% business The QUALITY of Downtown Norfolk's The QUALITY of Downtown 45% 22% dining options 49% 33% 83% Norfolk's entertainment options 68% The VARIETY of Downtown Norfolk's The VARIETY of Downtown dining options 46% 35% 80% Norfolk's entertainment options 40% 24% 64% Downtown Norfolk as a place with Reputation - it's a "cool" place to amenities that you can enjoy during the 46% 32% 78% work 36% 28% 63% workday or after work Downtown Norfolk as your preferred The QUALITY of Downtown work location in the Hampton Roads 32% 45% 77% 41% 19% 61% area Norfolk's shopping options Downtown Norfolk's social environment The VARIETY of Downtown 44% 32% for seeing friends and co-workers 76% Norfolk's shopping options 36% 16% 52% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 4 5 - Highest score 31 Q18.